The internet, marketing, heck, even the world at large, is full of terminology that can have you scratching your head. We are running through 34 terms you need to know if you manage a website or plan to get in on the action.
“Alternative text,” or “alt text.” The text associated with an image. It’s usually the file name of that image, but alt text can be customized using most content management systems.
It’s important for all the images on your website to have alt text because it’s the only way search engines like Google can understand what an image is about, which helps you optimize your website for search. It also makes images accessible to the blind because screen readers can read aloud the alt text.
“Application programming interface.” APIs allow an application to extract information from a service and use that information in their own application, or sometimes for data analysis.
Website bounce rate: The percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to any other pages on your site.
Email bounce rate: The rate at which an email was unable to be delivered to a recipient’s inbox.
When you revisit a web page, it’ll take less time to load than the first time you visited it because a cached version of the page was already saved the first time you were there. Because you have a cached version of the page, your browser doesn’t need to send a new request to see that page.
A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are “Subscribe Now” or “Download the Whitepaper Today.”
CAN-SPAM stands for “Controlling the Assault of Non-Solicited Pornography and Marketing.” It’s a U.S. law passed in 2003 that establishes the rules for commercial email and commercial messages, it gives recipients the right to have a business stop emailing them, and outlines the penalties incurred for those who violate the law.
CASL stands for “Canadian Anti-Spam Legislation.” It’s a Canadian law passed in 2013 that covers the sending of “commercial electronic messages” that may be accessed by a computer in Canada. CASL covers email, texts, instant messages, and automated cell phone messages sent to computers and phones in Canada.
A CMS, or content management system, is a platform that allows people to build websites and content from professionally designed templates. Notable examples of CMSs include WordPress and WIx.
“Cascading style sheets.” A language that manages the design and presentation of web pages: color, look, feel, and so on. It works together with HTML, which handles the content of web pages.
“Domain name server.” Servers that translates web addresses into one or more IP addresses. This is why you can enter Digitiv.pro instead of having to remember our IP address.
A popular social media metric used to describe the amount of interaction a piece of content receives. Interactions like these tell you that your messages are resonating with your fans and followers.
“Hyper-text markup language.” The language used to direct the architecture of your website, landing pages, and emails. HTML lays out the structure of your website, from the title and first header, to a bulleted list, to your footer.
An inbound link is a link coming from another site to your own website. “Inbound” is generally used by the person receiving the link.
“Internet Protocol address.” A numerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication.
“Internet service provider.” An organization (commercial, community-owned, nonprofit, or otherwise privately owned) that provides internet services.
A computer programming language used to create interactive effects within web browsers. For example, it allows you to perform calculations, write interactive games, add special effects, check forms, create security passwords, customize graphics, and so on.
Key Performance Indicator (KPI)
A type of performance measurement companies use to evaluate an employee’s or an activity’s success. Marketers look at KPIs to track progress toward marketing goals, and successful marketers constantly evaluate their performance against industry standard metrics.
A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer.
A person or company who’s shown interest in a product or service in some way, shape, or form. Perhaps they filled out a form, subscribed to a blog, or shared their contact information in exchange for a coupon.
A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites as a way to avoid association with spammy content or inadvertently violating webmaster guidelines.
This type of SEO is based solely on a webpage and the various elements within the HTML. Ensuring that key pieces of the specific page (content, title tag, URL, and image tags) include the desired keyword will help a page rank for that particular phrase.
This is the free-spirited cousin of on-page optimization. Off-page SEO refers to incoming links and other outside factors that impact how a webpage is indexed in search results. Factors like linking domains and even social media play a role in off-page optimization.
Parallax is a web design that takes a visual storytelling approach to guiding visitors through a website, and brings user experience to a new, interactive level.
A software extension that adds a specific feature to an existing software application. You’ve probably heard of plugins in the context of web browsers to add new features like virus scanners, for example.
The method of designing web pages that automatically appear in their optimized form on all devices. In other words, responsive design automatically reformats your website for all screen sizes so your website visitors can easily interact with your site no matter what device they’re using.
SaaS stands for “Service as a Software.” This acronym categorizes platforms that help professionals and B2B employees with daily tasks or other aspects of their own job. Examples of SaaS platforms are HubSpot, Slack, and DocuSign.
An email marketing term that refers to a reputation rating from 0-100 for every outgoing mail server IP address. Mail servers will check your Sender Score before deciding what to do with your emails. A score of over 90 is good.
In computer science, a session is a dialogue, conversation, or meeting between two or more communicating devices, or between a computer and a user (like a login session). It typically involves saving information about the session history in order to be able to communicate.
SEO or search engine optimization is a strategy that optimizes your site and content so it can easily be found and promoted on online search engines.
Site maps show a hierarchical view of a website’s pages and content. It helps website designers figure out what content is needed on a website before they begin designing it. Site maps can also be web pages that offer links to all of the pages on a website.
A UTM is a code that shows up in a tracking URL that allows a website to track views from a specific source, such as a social post or promotional email.
Also known as a web address, a URL is a specific character string that refers to a resource. It’s displayed on the top of a web browser inside an “address” bar.
The overall “user experience” a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, and even advocacy of that brand. To deliver an excellent customer experience, you have to think like a customer, or better, think about being the customer.